Glossary
Whitelist
The list of placements a campaign runs on and nothing else: the sites, zones and apps that proved they convert. The end state of optimizing a network campaign, and what makes a case study repeatable.
Also called: WL, inclusion list.
After a campaign has run wide and the blacklist has filled up, what is left converts. A whitelist campaign targets only those placements, with a higher bid to win them, and stops paying for the discovery. Volume drops and ROI rises.
Whitelists age like everything else: placements change owners and audiences, and new good ones appear. Run a wide campaign now and then to refresh the list.
Related terms: Blacklist, Bid, Tracker, Case study.